{"id":166856,"date":"2023-09-19T00:21:37","date_gmt":"2023-09-19T05:21:37","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=166856"},"modified":"2025-07-21T10:28:47","modified_gmt":"2025-07-21T15:28:47","slug":"lead-generation-website","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/lead-generation-website\/","title":{"rendered":"What Is a Lead Generation Website? (And How to Build&nbsp;One)"},"content":{"rendered":"\n<div class=\"intro-txt\">A lead generation website captures information from potential customers (i.e., leads).<\/div>\n\n\n\n<p>This often includes their name, email address, and phone number\u2014but it can also include things like how much money they make, where they live, and&nbsp;more.<\/p>\n\n\n\n<p>While an entire website can be dedicated to this purpose, a single page (aka a landing page) within a broader website can also serve as an effective lead generation tool.<\/p>\n\n\n\n<p>I\u2019ve built dozens of websites for clients and created sites for my own businesses. I\u2019ve captured tens of thousands of leads over the years, and here\u2019s what I\u2019ve learned.<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What makes a good lead generation website?\" data-section=\"what-makes-a-good-lead-generation-website\">\n\n\n\n<h2 class=\"wp-block-heading\">What makes a good lead generation website?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>A good lead generation website:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Gives the visitor one main option: to enter their information.<\/li>\n\n\n\n<li>Includes trust signals (testimonials, ratings, etc.) that put the user at&nbsp;ease.<\/li>\n\n\n\n<li>Has a clean layout that minimizes distractions.<\/li>\n\n\n\n<li>Uses visual cues to draw the eye to the next&nbsp;step.<\/li>\n\n\n\n<li>Has great copy that makes the visitor want to give their&nbsp;info.<\/li>\n<\/ul>\n\n\n\n<p>In addition to the design elements, a good lead generation website should also be technically sound. It should <a href=\"https:\/\/ahrefs.com\/blog\/core-web-vitals\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/advanced-pagespeed-guide\/\">load fast<\/a>, be mobile-friendly, be easy to use, and include an <a href=\"https:\/\/ahrefs.com\/blog\/what-is-https\/\">SSL certificate<\/a>.<\/p>\n\n\n\n<p>Let\u2019s look at some examples.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Three examples of websites with great lead generation\" data-section=\"three-examples-of-websites-with-great-lead-generation\">\n\n\n\n<h2 class=\"wp-block-heading\">Three examples of websites with great lead generation<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Here are three websites that are excellent at turning visitors into&nbsp;leads:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Adobe&nbsp;<\/h3>\n\n\n\n<p>Adobe has some free tools that work great as lead generation pages on its website.&nbsp;<\/p>\n\n\n\n<p>In fact, the landing page for its image background removal tool is done so well it could be a standalone website.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1015\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image16-6.png\" alt=\"Adobe lead generation tool\" class=\"wp-image-166865\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image16-6.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image16-6-680x345.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image16-6-768x390.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image16-6-1536x780.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>It has a clear and simple call to action (CTA): upload your&nbsp;photo.<\/p>\n\n\n\n<p>And if you scroll down the page, that CTA button follows you all the way down, making it easy to know what to&nbsp;do.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1058\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image7-9.png\" alt=\"Lead page opt-in button \" class=\"wp-image-166867\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image7-9.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image7-9-680x360.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image7-9-768x406.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image7-9-1536x813.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>Once you upload the photo, you have to sign up for an account before you can download it. This is where the site captures you as a lead. (And yes, that is a photo of me riding a donkey.)<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1120\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image6-8.jpg\" alt=\"Pop-up with &quot;Sign up&quot; button\" class=\"wp-image-166869\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image6-8.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image6-8-680x381.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image6-8-768x430.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image6-8-1536x861.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>Besides the overall quality of its lead generation page, Adobe also does <a href=\"https:\/\/ahrefs.com\/seo\">SEO<\/a> really well. This lead generation page receives an estimated 5.9 million monthly organic search traffic. (Data taken from Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>.)<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1690\" height=\"662\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image8-10.png\" alt=\"Organic search traffic going to Adobe's traffic generation website, via Ahrefs' Site Explorer\" class=\"wp-image-166871\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image8-10.png 1690w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image8-10-680x266.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image8-10-768x301.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image8-10-1536x602.png 1536w\" sizes=\"auto, (max-width: 1690px) 100vw, 1690px\"><\/figure>\n\n\n\n<p>With just a 5% conversion rate, it would be getting almost 300,000 leads per month just from this one landing page. That\u2019s the power of combining SEO with lead generation.<\/p>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">Note<\/div><div class=\"recommendation-content\">\n\n\n\n<p>To follow this strategy on your own website, always do <a href=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">keyword research<\/a> before you build a lead page. I\u2019ll talk about how to do this in the \u201chow to make a lead generation website\u201d section below.<\/p>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">2. The&nbsp;Tonic<\/h3>\n\n\n\n<p>The Tonic is more of a traditional lead generation website, built solely to generate leads for its email newsletter business. It is almost a single-page site, with nothing but an email opt-in:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1051\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image2-9.png\" alt=\"The Tonic lead generation website\" class=\"wp-image-166873\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image2-9.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image2-9-680x358.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image2-9-768x404.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image2-9-1536x808.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>The layout is simple with minimum distraction\u2014just an opt-in and a bunch of five-star reviews from readers. And it makes total sense. After all, when it comes to such a thing as a newsletter you can join for free, people just want to get a sample of it as soon as possible.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"746\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image19-3.jpg\" alt=\"The Tonic reader reviews\" class=\"wp-image-166875\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image19-3.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image19-3-680x254.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image19-3-768x287.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image19-3-1536x573.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>Can such a minimalistic site be effective? According to the founder, this site helped them bring over 17,000 subscribers and $5,000 in monthly revenue in less than a year of launching.&nbsp;<\/p>\n\n\n\n<p>It also has a strong paid ads strategy to generate traffic to its lead pages, which I break down in my <a href=\"https:\/\/ahrefs.com\/blog\/content-strategy-examples\/\">\u201ccontent strategy examples\u201d article<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. West Excavation<\/h3>\n\n\n\n<p>West Excavation is a land excavation company in the Pacific Northwest. Once you land on its website, you already know you\u2019re in the right place. It starts off with a nice piece of copywriting that tells what you can expect and how it\u2019s like to hire its people for the&nbsp;job.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1020\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image15-8.png\" alt=\"West Excavation landscaping services website with lead opt-in button\" class=\"wp-image-166877\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image15-8.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image15-8-680x347.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image15-8-768x392.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image15-8-1536x784.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>As you scroll down the site, you\u2019re presented with multiple CTAs: calling the company or filling out a form to give staff more info about what you\u2019re looking for.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"941\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image4-10.png\" alt=\"Information form for lead generation\" class=\"wp-image-166879\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image4-10.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image4-10-680x320.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image4-10-768x362.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image4-10-1536x723.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>Allowing people to call you instead of leaving their contact information is a good choice for businesses offering services. Sometimes, it\u2019s just easier for the potential customer to explain things on the phone. Oftentimes, it\u2019s the quickest way for them and you to see if there\u2019s a&nbsp;fit.&nbsp;<\/p>\n\n\n\n<p>However, keep in mind that this can be difficult to scale for a business without a dedicated phone line. I\u2019d only recommend this option if you\u2019re a smaller business or can hire a dedicated phone sales\/support person.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to make a lead generation website\" data-section=\"how-to-make-a-lead-generation-website\">\n\n\n\n<h2 class=\"wp-block-heading\">How to make a lead generation website<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Here are five steps to build your new lead generation website:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 1. Do keyword research to tap into search demand&nbsp;<\/h3>\n\n\n\n<p>Search engine optimization is often an afterthought for websites and landing pages. This is a mistake because:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>SEO works best if you create content that serves the <a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">intent of the searcher <\/a>from the&nbsp;start.&nbsp;<\/li>\n\n\n\n<li>Keyword research can give you ideas for what kind of lead page to create in the first place. As you saw in the Adobe example, you can get a lot of free traffic from search.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>For example, if you\u2019re trying to find insurance leads, you can search for the keyword \u201cinsurance,\u201d go to the <strong>Matching terms<\/strong> report, and filter the keywords to include the word \u201ccalculator.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"689\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image1-12.png\" alt=\"Matching terms report, via Ahrefs' Keywords Explorer\" class=\"wp-image-166881\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image1-12.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image1-12-680x234.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image1-12-768x265.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image1-12-1536x529.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>You can also include a filter for a maximum KD (Keyword Difficulty) of 30 to see keywords that are a bit easier to rank on page #1&nbsp;for.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1566\" height=\"962\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image10-9.jpg\" alt=\"Matching terms report with KD filter applied, via Ahrefs' Keywords Explorer\" class=\"wp-image-166883\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image10-9.jpg 1566w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image10-9-680x418.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image10-9-768x472.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image10-9-1536x944.jpg 1536w\" sizes=\"auto, (max-width: 1566px) 100vw, 1566px\"><\/figure>\n\n\n\n<p>So before doing anything else, see if you can get passive, consistent traffic from Google that you won\u2019t need to pay for and check out our <a href=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">beginner\u2019s guide to keyword research<\/a>.&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 2. Choose a website platform<\/h3>\n\n\n\n<p>I am personally a big advocate for WordPress because it is relatively easy to use, customizable, and free. I wrote a <a href=\"https:\/\/ahrefs.com\/blog\/how-to-use-wordpress\/\">full guide to using WordPress<\/a> if you want to take this&nbsp;route.<\/p>\n\n\n\n<p>But if you want something simpler and don\u2019t mind paying a bit more, a website builder like Wix or Squarespace can work too. Just keep in mind that they are more limited compared to WordPress.<\/p>\n\n\n\n<p>I wrote a <a href=\"https:\/\/ahrefs.com\/blog\/wix-seo\/\">guide to Wix SEO<\/a> you can follow as&nbsp;well.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 3. Pick a theme\/template and make it your&nbsp;own<\/h3>\n\n\n\n<p>Regardless of which platform you choose, you\u2019ll need to pick a theme for your website.&nbsp;<\/p>\n\n\n\n<p>A theme is like a customizable template you can use as a model for what you want your site to look like. Once you choose one, you can edit things like colors, fonts, and text to fit your business.<\/p>\n\n\n\n<p>The default theme in WordPress is Twenty Twenty-Three, and it\u2019s a decent theme. But for a lead generation website, you may want something simpler, such as Sydney or&nbsp;Astra.<\/p>\n\n\n\n<p>Once you choose a theme, you can customize it by going to <em>Appearance &gt; Customize<\/em><strong> <\/strong>in WordPress. It\u2019s also straightforward in Wix and Squarespace.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1202\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image11-6.png\" alt=\"Customizing your website appearance in WordPress\" class=\"wp-image-166885\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image11-6.png 1920w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image11-6-680x425.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image11-6-768x481.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image11-6-1536x962.png 1536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\"><\/figure>\n\n\n\n<p>Check out the <a href=\"https:\/\/ahrefs.com\/blog\/how-to-use-wordpress\/#select-and-customize-your-theme\">\u201cthemes\u201d section<\/a> in my WordPress user guide for more info on how to do&nbsp;that.<\/p>\n\n\n\n<p>As you\u2019re designing your site, there are some important things to&nbsp;add:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>A lead generation capture form that shows analytics upon completion. One option is <a href=\"https:\/\/wpforms.com\/\">WPForms<\/a>.<\/li>\n\n\n\n<li>Website analytics to see how many people have visited your site, which channels are sending you traffic, and your conversion rate. The popular choice is <a href=\"https:\/\/analytics.google.com\/\">Google Analytics<\/a> and <a href=\"https:\/\/search.google.com\/search-console\">Google Search Console<\/a>.&nbsp;You can also try out Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/web-analytics\">Web Analytics<\/a>, a simple, privacy-friendly alternative.<\/li>\n\n\n\n<li>If you want more data for your organic keywords and to make sure your site is in good SEO health, sign up for the free <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a>.<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">Step 4. Create your landing page content<\/h3>\n\n\n\n<p>Once your site is set up, you still need to fill it out with content.<\/p>\n\n\n\n<p>The main purpose of your content will be to convince your visitors to leave their contact information. Most importantly, this will require:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Trust signals (such as reviews, good website design, contact info,&nbsp;etc.).<\/li>\n\n\n\n<li>Clear and convincing copywriting.<\/li>\n\n\n\n<li>High-quality photos and possibly videos.<\/li>\n\n\n\n<li>Limited distractions.<\/li>\n<\/ul>\n\n\n\n<p>Let\u2019s look at the Adobe lead generation page again as an example.&nbsp;<\/p>\n\n\n\n<p>As soon as you land on the page, it has big, bold text telling you exactly what it\u2019s offering. Next to that, there\u2019s a GIF of its tool in action.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1071\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image3-5.jpg\" alt=\"Adobe landing page\" class=\"wp-image-166887\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image3-5.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image3-5-680x364.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image3-5-768x411.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image3-5-1536x823.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>You may also notice that it eases your concerns with the \u201cNo credit card required\u201d text. This is a way of stopping objections before it even starts.<\/p>\n\n\n\n<p>As we scroll down the page, we\u2019re greeted with instructions and use cases for the tool, an introduction to the mobile app, and a 4.4-star review rating.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1758\" height=\"436\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image13-7.png\" alt=\"Star rating on Adobe's landing page\" class=\"wp-image-166889\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image13-7.png 1758w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image13-7-680x169.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image13-7-768x190.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image13-7-1536x381.png 1536w\" sizes=\"auto, (max-width: 1758px) 100vw, 1758px\"><\/figure>\n\n\n\n<p>The second purpose is ranking on Google. You should pursue it if you\u2019ve found valuable keywords you can rank for through keyword research. Then, what you want to do is create content that\u2019s both for users <em>and<\/em> search engines. We explain how to do that in our <a href=\"https:\/\/ahrefs.com\/blog\/seo-copywriting\/\">beginner\u2019s guide to SEO copywriting<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 5. Optimize it<\/h3>\n\n\n\n<p>In order to generate the most leads possible, it\u2019s necessary to optimize your website.&nbsp;<\/p>\n\n\n\n<p>For starters, make sure&nbsp;that:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>You have an SSL<\/strong> \u2013 Many options to get one: a free one from a site like Let\u2019s Encrypt or one from your hosting provider.&nbsp;<\/li>\n\n\n\n<li><strong>Your website loads fast<\/strong> \u2013<strong> <\/strong>Use a tool like GTmetrix to test your site for speed.<strong>&nbsp;<\/strong><\/li>\n\n\n\n<li><strong>You create a mobile-optimized website<\/strong> \u2013 Whatever template you\u2019re using, make sure it\u2019s mobile-friendly (most of them are). You can use Google\u2019s Mobile-Friendly Test. And if you\u2019re using Google Search Console, you can get a more detailed report there.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>After the launch, wait a few months to see what\u2019s the ratio of people who visit your website to people who become leads (your lead conversion rate). Then, set up small, iterative experiments to try to improve that. You&nbsp;can:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Get a tool like Hotjar or Microsoft Clarity to see how people interact with your website.<\/li>\n\n\n\n<li>Try to improve things in small experiments, one thing at a time. For starters, you can find some ready-made test ideas like <a href=\"https:\/\/tactics.convertize.com\/type-of-website\/lead-generation\">these<\/a>.<\/li>\n\n\n\n<li>Relaunch your site with the changes and compare results. You can also get an A\/B testing tool like Visual Website Optimizer to run different variations simultaneously.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Last but not least, SEO is a continuous process of fine-tuning your content and building links to rank higher and get more organic traffic. It\u2019s beyond this article\u2019s scope, but we explain it in our post on the <a href=\"https:\/\/ahrefs.com\/blog\/seo-best-practices\/\">12 SEO Best Practices to Improve Rankings in 2023<\/a>.&nbsp;<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to promote a lead generation website\" data-section=\"how-to-promote-a-lead-generation-website\">\n\n\n\n<h2 class=\"wp-block-heading\">How to promote a lead generation website&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Having a website is worthless without traffic to capture leads. Here are some tactics you can use to start driving leads.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Link from your high-traffic pages<\/h3>\n\n\n\n<p>If you already have a website that gets traffic, don\u2019t forget to include <a href=\"https:\/\/ahrefs.com\/seo\/glossary\/internal-link\">internal links<\/a> from those pages to your lead capture page. This sounds obvious but can easily be overlooked.<\/p>\n\n\n\n<p>For example, in our articles, we often link to our <a href=\"https:\/\/ahrefs.com\/free-seo-tools\">free SEO tools<\/a>. This then leads people to see keyword data and an option to purchase our full product to see more&nbsp;data.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1537\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image12-4.png\" alt=\"Ahrefs' free keyword generator\" class=\"wp-image-166890\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image12-4.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image12-4-553x425.png 553w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image12-4-768x591.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image12-4-1536x1181.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Promote on social media&nbsp;<\/h3>\n\n\n\n<p>You can promote your lead generation website on social media, but you can\u2019t just share the URL and expect to gain leads. You need to capture people\u2019s interest and make them want to click on your&nbsp;links.<\/p>\n\n\n\n<p>Some ways you can do that include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Sharing user-generated content: customer testimonials and photos or videos showing the product or service.<\/li>\n\n\n\n<li>Posting short videos and photos showing a sneak peek of the product or service.<\/li>\n\n\n\n<li>Posting content that may answer your audience\u2019s questions.&nbsp;<\/li>\n\n\n\n<li>Promoting your best content that leads to your lead generation page.&nbsp;<\/li>\n\n\n\n<li>Running ads to a well-targeted audience.<\/li>\n<\/ul>\n\n\n\n<p>For example, Afternerd uses his YouTube channel to establish himself as an authority in Python and promote his course. Some of those videos are really popular.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1148\" height=\"518\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image14-8.png\" alt=\"Engagement metrics on an Afternerd video about Python\" class=\"wp-image-166891\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image14-8.png 1148w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image14-8-680x307.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image14-8-768x347.png 768w\" sizes=\"auto, (max-width: 1148px) 100vw, 1148px\"><\/figure>\n\n\n\n<p>And each video has a link for people who are willing to learn Python.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"778\" height=\"124\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image5-12.png\" alt=\"Link from a YouTube video to an external page about a course sign-up\" class=\"wp-image-166893\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image5-12.png 778w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image5-12-680x108.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image5-12-768x122.png 768w\" sizes=\"auto, (max-width: 778px) 100vw, 778px\"><\/figure>\n\n\n\n<p>The great thing about this kind of promotion is that you don\u2019t need any marketing skills. You can just talk about what you know best or show some samples of your work (especially if you\u2019re running a service).&nbsp;<\/p>\n\n\n\n<p>Another thing you can do is set the lead generation page as the button on your Facebook page and put it in your Instagram bio.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"931\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image17-3.png\" alt=\"Sign-up button on a Facebook page\" class=\"wp-image-166895\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image17-3.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image17-3-680x317.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image17-3-768x358.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image17-3-1536x715.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Optimize your Google Business Profile&nbsp;<\/h3>\n\n\n\n<p>Are you a local business? Then, you probably already have a Google Business Profile. You can optimize your profile to get discovered more often on Google when people look for products and services nearby.&nbsp;<\/p>\n\n\n\n<p>As you can see below, a link to a website can\u2019t be missed when your profile ranks on Google.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1426\" height=\"1092\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image9-8.png\" alt=\"Google Map Pack example\" class=\"wp-image-166897\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image9-8.png 1426w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image9-8-555x425.png 555w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image9-8-768x588.png 768w\" sizes=\"auto, (max-width: 1426px) 100vw, 1426px\"><\/figure>\n\n\n\n<p>Optimizing a Google Business Profile is something that doesn\u2019t need special skills. Here\u2019s how to <a href=\"https:\/\/ahrefs.com\/blog\/google-my-business\/\">do it in less than 30 minutes<\/a>.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Run Google Ads&nbsp;<\/h3>\n\n\n\n<p>Finally, you can use Google Ads as a fast, easily scalable way to get visitors.&nbsp;<\/p>\n\n\n\n<p>Google ads show up in places like Google Search and Google Maps, and you probably know them from displaying on top of all other search results.&nbsp;<\/p>\n\n\n\n<p>You set them up by choosing the keywords you want your ad to be shown for, specifying the languages and locations and, finally, indicating your budget. Then Google runs an auction to choose which advertiser\u2019s ad to show, and you pay only when your ad gets clicked.&nbsp;<\/p>\n\n\n\n<p>Here is such an ad spotted in the wild\u2014a law firm that uses Google Ads to get leads interested in a free consultation.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1404\" height=\"666\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image18-3.png\" alt=\"Google ad example\" class=\"wp-image-166899\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image18-3.png 1404w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image18-3-680x323.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image18-3-768x364.png 768w\" sizes=\"auto, (max-width: 1404px) 100vw, 1404px\"><\/figure>\n\n\n\n<p>You can set up your first campaign quite fast, even if you haven\u2019t done that before. But before you do, check out our <a href=\"https:\/\/ahrefs.com\/blog\/search-engine-marketing\/#sem-best-practices-and-tips\">best practices and tips for beginners<\/a>.&nbsp;&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>Building a lead generation website is just the first step. Once you\u2019ve created the site, you need to focus on getting traffic and optimizing the site to convert that traffic into&nbsp;leads.<\/p>\n\n\n\n<p>Want even more leads? You don\u2019t need to confine yourself to just one place to capture contact information. You can set <a href=\"https:\/\/ahrefs.com\/blog\/lead-magnet\/\">lead magnets<\/a>\u2014as many as you&nbsp;want.&nbsp;<\/p>\n\n\n\n<p>Questions? Comments? Ping me <a href=\"https:\/\/twitter.com\/TheBillWidmer\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; This often includes their name, email address, and phone number\u2014but it can also include things like how much money they make, where they live, and&nbsp;more. While an entire website can be dedicated to this purpose, a single page (aka<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":174,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[434],"class_list":["post-166856","post","type-post","status-publish","format-standard","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Is a Lead Generation Website? (And How to Build One)<\/title>\n<meta name=\"description\" content=\"Learn what a lead generation website is, how to build and promote one, and some great examples of sites that have done well.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/lead-generation-website\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Is a Lead Generation Website? 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